May 19, 2020

Content marketing: 5 micro-targeting tips for 2016

SEO
Micro-targeting
social media marketing
Content marketing tips
Steven Van Belleghem
3 min
Content marketing: 5 micro-targeting tips for 2016

The internet takes central position in most companies’ marketing strategy today, but in many ways, the more reliant on it we all are, the more suffocating it becomes. This means that advertisers now have to be a little more creative and work a lot smarter in order for their content to stand out from the crowd.

Search engines and social media get more competitive all the time, so before creating any online content it is important to consider exactly who your audience is and how you are going to reach them. Fortunately there are now some handy tools that allow you to create and publish your content in a smarter way and successfully micro-target the perfect audience:

1. Facebook Canvas

With 934million people using Facebook on their mobile every day, it was no surprise when the social media giants launched their mobile-only advertising tool. The next potential game-changer from Facebook will be Canvas – a handy tool that helps you to easily turn ‘long reads’ into visually engaging features. The early statistics are quite remarkable, with users spending an average of between 135 and 174 seconds on the ad, which means the platform is currently outperforming videos when it comes to keeping the attention of users.

2. Facebook Pixel

Multi-device tracking is still a major challenge for marketers, but with the Facebook Pixel it is now possible follow and understand your target audience when they switch between mobile and desktop. Unlike Google’s cookie system, the Facebook Pixel tracks users whatever device they are on as long as they are logged into their Facebook account. With the pixel you are able to measure, optimise and build audiences for your ad campaign, and even follow up with people that visited your site or maybe abandoned their basket during the checkout process.

3. On-demand Geofilters for Snapchat

Snapchat is something many marketers are still getting to grips with, but the platform recently rolled out its own custom on-demand Geofilters in the US, UK and Canada, which offer a smart way to ensure Snapchatters in a very specific area get to see your branded content in their stories. Interestingly, as yet Snapchat’s guidelines don’t restrict targeting competitors, so we could see Android start targeting the Apple conference, for example.

4. Google Posts

Always improving the user experience is part of the company culture at Google, and that has recently meant focusing on quality content over easy ads. The ads have already been removed from the right of the results page, and they are now experimenting with ways to promote paid content without being too intrusive for the user. The latest approach being trialled allows brands, celebrities or businesses to post cards that pop-up in search results, pointing to relevant blogposts, products to buy, or even music and videos, which could become a very useful tool for pull marketing.

5. GoPro Hero4  & Twitter Periscope

Live-streaming events is one of the major new trends in online marketing, but Facebook still restrict it to verified pages and personal profiles. Periscope, on the other hand, is free to use for everyone, including brands, celebs and events. By combining Periscope with a GoPro Hero4 you can create a platform to broadcast high quality live streams your target audience, with the ability to interact with them on Twitter. Using Twitter Curator also allows you to showcase a selection of tweets live at an event, which could have fascinating possibilities for live music or sports events in the near future.

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Read the April 2016 issue of Business Review Europe magazine.

Prof. Steven Van Belleghem is author of When Digital Becomes Human. Follow him on twitter @StevenVBe, subscribe to his videos at www.youtube.com/stevenvanbelleghem  or visit www.stevenvanbelleghem.com

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Jun 12, 2021

Re-defining the economics of CX in the new customer journey

CX
customerjourney
Limitless
gigeconomy
Roger Beadle, Co-founder & CEO...
6 min
Roger Beadle, CEO of Limitless looks at how CX can directly Influence revenue generation in streaming services

There’s no shortage of customer service channels for the enterprise to select from today. Regardless of the many new metrics that have emerged – such as customer success, or empathy – cost reduction is still a primary driver in selection criteria.

There are many articles dedicated to how companies can turn customer service and customer experience (CX) from a cost to a revenue centre. The problem is, if you stop there and don’t look beyond cost reduction, you’re limiting the scope for CX to become an even bigger economic contributor in the enterprise.

There is every opportunity for customer service and CX to significantly influence the front end of business, particularly amongst direct-to-consumer subscription-based products and services, such as popular streaming services like Netflix, Amazon, Disney+, as well as sports subscription services like DAZN.

In these products and services and others, there are new customer journeys that may drive business growth and revenue. They start earlier and may last a lifetime, so getting things right at the start of the journey is key so that customers have the best experience from day one.

Not only will this help in making customers less likely to reach out for issues-based support further down the line, but these customers will be much less likely to churn, and much more likely to take up new services as they are offered throughout the lifetime journey.

So, what does the new customer journey look like for these services?

Opportunity waiting for the likes of Netflix & Disney

While consumers may have previously regarded customer service as a way to mitigate the inconveniences in their lives, the customer journey is expanding in scope every day. Today there are many more touchpoints available that put CX in a position to drive revenue.

For one-off purchases, traditional CX deployments have not changed significantly in the past few years. However, if you look at the change in the CX relationships we’re seeing with subscription-based products and services, particularly media-based streaming services, it’s clear that these companies lead what quickly become very multifaceted relationships with their customers. These have serious potential to evolve over time for increased economic benefit.

For any sort of subscription-based business, customer lifetime value is paramount, and the requirement to actively manage a continued positive customer experience is critical.

Every interaction is an opportunity, and every data point is a chance to offer more value. Introductory offers can convert to longtime customers. Longtime customers may take up opportunities to upgrade to more premium products or services. They may also appreciate incentives to invite family and friends to become customers. Consumers who like a particular service, for example, may appreciate a recommendation for another similar or complimentary service.

It all starts with customer interaction, and the customer experience journey becomes an opportunity to strategically affect the user base and resulting revenue - which is a far cry from the limitations of call center cost reduction or churn metrics.

How do companies support the new customer journey?

More and more, customers look at the new customer journey as engaging with brands as part of their lifestyles. Many companies are making brand ambassadors available before the traditional customer journey even starts, which is a marked change from a purely transactional relationship associated with a one-off purchase.

These ambassadors, who are often independent users of products or services, are providing trusted pre-sales advice, and that same trusted advice can also function to nurture the customer journey in a subscription-based relationship. Call it ‘GigCX’ or ‘crowdsourced customer service’ or even ‘peer-to-peer customer service’ - it doesn’t matter.

The key is in providing impartial, trusted advice from real users. Think about it: who would you rather get advice from? Someone who has used a product or service extensively, or someone who has been trained to provide customer service surrounding that product or service?

For services such as streaming media, advice from trusted experts with real product know-how could be invaluable. This may not be limited to technical issues, such as what to do when you can’t access your favourite show, or how to access services across various devices. It could be parents helping other parents who are concerned about how to restrict adult content from child viewers, or simply customers who have similar taste in programming who can comment on the benefits of upgraded or premium products. The point is, these experts are easily available at any touchpoint in the customer lifetime journey, creating more chances to add value.

It’s also about tipping customers from ‘passive’ to ‘promoter’ in the NPS scale. It’s an opportunity to turn neutral customers who may be vulnerable to competitive offerings into loyal enthusiasts who will keep buying and referring others, fuelling growth. It may ultimately help drive even further revenue by creating customers that are helping to sell the brand itself.

And, while chatbots and automation may play a key role, they are often not able to handle the more complex support needed in the new customer journey. Conversational AI is rarely as conversational as it claims to be, and in the new customer journey, most companies are finding that a mix of automation and people-centric service is an ideal way to nurture the many new touchpoints created.

It’s no longer about trying to replace human capital with automation: it’s about orchestrating a uniquely personalised CX, and proactively engaging during the customer lifecycle to enhance the experience, and to create more long-term value.

At the moment, we’re only seeing the tip of the iceberg in terms of the power to affect the economics introduced by the new customer journey. We’ll no doubt see this evolve rapidly particularly amongst streaming companies as they use human-centric connections in CX to support the full potential of customer lifetime value.

About Roger Beadle
Roger Beadle is an entrepreneur and business leader who is reinventing how customer service is delivered via the gig economy. After establishing several businesses in the contact centre industry, Roger co-founded Limitless with Megan Neale in 2016. Limitless is a gig-economy platform that addresses some of the biggest challenges faced by the contact center industry: low pay, high attrition and access to new talent. Previously, Roger and Megan helped to build one of the largest privately-owned outsourced contact center business in Europe, before selling the business to the global conglomerate Hinduja Group. Roger is an outspoken proponent of digital ethics, worker’s rights and the ‘good-gig:’ which encapsulates gig work for incremental pay versus full time work, skilled gig work, no unpaid time/downtime and zero expenses.

About Limitless
Named a Rising Star at Deloitte’s Technology Fast 50 program, Limitless is a gig customer service platform, combining crowdsourcing and AI to help global businesses address their biggest customer service challenges – rising costs, increasing attrition, variability in demand and the need for diversity. Brands like Microsoft, Unilever, Daily Mail Group and Postmates are using Limitless’ SmartCrowdTM technology to connect with their most engaged customers, and reward them for providing on-demand customer service that can flex in line with demand. Limitless is one of the world’s first global tech platforms to introduce localised platform terms to protect the rights of its gigging workers. Backed by AlbionVC, Downing Ventures and Unilever Ventures, Limitless is empowering people worldwide to earn money for providing brilliant customer service for the brands they love.

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